Texas Jack and the Art of Promotion: The Story Behind a Historic Envelope
This envelope, adorned with the vibrant logo of the Texas Jack Combination, is a fascinating artifact from the 19th-century world of entertainment promotion. After parting ways with Buffalo Bill Cody following their 1876 season, Texas Jack Omohundro created his own dramatic touring company. This envelope, mailed from Philadelphia to the proprietor of an opera house in Martinsburg, West Virginia, exemplifies the extensive marketing effort that propelled Texas Jack and his troupe to fame.
The letter inside likely bore Texas Jack’s distinctive letterhead, offering to book a performance at the local theater. It was one part of a sophisticated marketing strategy. When a show was planned for a town, advance agents like the legendary John Burke played a key role. Burke, who would later elevate Buffalo Bill's Wild West into a national phenomenon, would charm local newspaper editors, regaling them with tales of the Wild West featuring Texas Jack, Buffalo Bill, and Wild Bill Hickok. These stories invariably made their way into the papers alongside advertisements for the upcoming performance.
Posters went up throughout the town, building excitement for Texas Jack's arrival. On the big day, a parade welcomed the famous cowboy to town. He would amaze audiences with his remarkable sharpshooting skills, often entertaining local children by shooting coins tossed into the air.
The promotional tactics pioneered by John Burke and others in the 19th century laid the groundwork for modern marketing. To learn more about these innovative strategies and their lasting impact, check out Joe Dobrow’s book Pioneers of Promotion here.
This envelope and its story remind us of a time when the Wild West was brought to life in theaters across the country, creating a legacy of entertainment and promotion that continues to inspire today.
Comments